Focusing on B2B or B2C Corporate Online/Offline Branding Management...

1. Presented by : KVN Pavan Kumar | Contact for more info: digitalleverage.p@gmail.com

2.  A brand is the idea behind a co pa y’s identity, the
impression people have of you.
 A brand is what you stand for, believe in, behave like, and
how you are perceived by those that conduct business with
you or otherwise experience interaction with you.
 It’s the collective sum of who you are as an organization.
 A brand takes time to build, because it’s defined by what
others think about you, and such impressions (be they
positive or negative) take time to form and build.

3. Create Brand
Definition
Create Brand
Differentiation &
Positioning (
Brand Strategy)
Brand Building &
Exposing
Brand
Personalization

4. Product brand- is built on the experience that one has with a specific
product. Think of Nike, Ford, or Sony
Retail brand- This brand is built on a mixture of products and service
experience. Think of Chick-fil-a, Kroger, or KFC
Service brand- This brand is built on knowledge, culture, and experience
that one has with the service delivering agency/ company/ people. Think of
Geek Squad or Molly Maid.

5. Purpose
Consistency
Emotion
Flexibility
Employee Involvement
Loyalty
CompetitiveAwareness
Brand Strategy Elements
Brand Differentiation
 What differentiates you is not your
logo, tagline or slogan or what your
website looks like.
 Your differentiation is what you
offer or do that sets you apart from
other companies similar to you.
 For professional services businesses,
which is our area of specialization, it
is usually a minor characteristic that
a company embraces as its
signature difference.
 Without an obvious or expressed
and declared differentiation, it can
be difficult for potential customers
to detect how you are different and
even harder for them to choose you
as their preference.

6. BRAND POSITIONING STEPS
Determine how your
brand is currently
positioning itself
Identify your direct
competitors
Understand how each
competitor is
positioning their brand
Compare your
positioning to your
competitors to identify
your uniqueness
Develop a distinct and
value-based positioning
idea
Craft a brand
positioning statement
(see below)
Test the efficacy of your
brand positioning
statement (Present
Perfect Tagline)
FACTORS
Brand Attributes
•What the brand delivers through
features and benefits to consumers.
Consumer Expectations
•What consumers expect to receive
from the brand?
Competitor attributes
•What the other brands in the
market offer through features and
benefits to consumers.
Price an easily quantifiable
factor –
•Your prices vs. your competitors’
prices.
Consumer perceptions
•The perceived quality and value of
your brand in consumer’s minds
(i.e., does your brand offer the
cheap solution, the good value for
the money solution, the high-end,
high-price tag solution, etc.?).
Brand Drivers
Brand
Development
Actions
Result
Outcomes
Risks/
Challenges
Measurement

7. ACTION POINTS
 Analyzing markets and generating customer
insights
 Observing and tracking competitors
 Translating captured customer needs and market
requirements into refined specifics for product
development
 Aligning product/Service development/Delivery
activities with visual-identity guidelines (steering
R&D in the right way)
 Discussing product/Service brand expression
before and after product/Service
development/Delivery processes
 Also discussing product brand expression during
product development when agreed-upon
requirements could not be met
 Using customer references to communicate
intended position and success stories (value
messages)
 Developing story material for value-based
offerings in numerous team meetings
 Briefing sales force to ensure correct transmission
of intended position
 Identifying appropriate trade fairs to target
potential customers
OUTCOMES
 Quick Reference Resources
 Thought Leadership Improvement
 Brand Reputation
 Controlling over process
Brand Drivers
Brand
Development
Actions
Result
Outcomes
Risks/
Challenges
BRAND

8. 2.3 Corporate Brand Matrix
Brand Architecture with
different roles for the
corporate brand.

9. 2.4 Corporate Rebranding model
Trigger
Phase 1- Brand Revision
Phase 2 – Rebranding Strategy Implementation
Phase 3 – Stakeholder Buy in
Out Comes

10. Marketing &
Competitive
Research
Inbound
Marketing
Sales &
Marketing
Collateral
Alignment
Thought
Blog
Marketing
Brand Building
Organization, Hyderabad
Organization, Objectives Organization, Goals
Organization, Resources
Design is the silent ambassador of your brand. – Paul Rand

11. Steps Involved in this…
MAKE YOUR EMPLOYER THE STAR
MAKE YOUR COLLEAGUES SMARTER, BRING BACK LEARNINGS
YOUR EMPLOYER IS NOW A THOUGHT LEADER
BE BOLD, YET HUMBLE
CHOOSE THE RIGHT EMPLOYER
Participation in conferences is a good way to
strengthen your personal brand and solidify yourself
as a thought leader. Image source: Fronteers
conference
•.Personal branding enhances corporate branding.
•It makes the company appear more human and approachable.
•It makes people want to work there and it attracts good press.
•If balanced correctly, this is a win-win for all parties involved
As a corporate employee you don’t
represent you out in public — you
represent the company.

12.  The foundation of a personal brand is initially
created by consistently doing good work.
 From there, commenting, interacting and
reacting in public discussion forums, blogging,
Twitter, Face book and the publication of articles
and even books further solidify an individual as a
thought leader.
 Aligning personal brand with the corporate brand
has an impact on the organizational bonding of
the employees.
 This energizes them and gives them the proud
feeling that they count, that they are appreciated
as human beings and that they make a useful and
valuable contribution to the organization.
 Employees are stimulated in this way to commit
and focus on those activities that create value for
clients.
 This will create a strong foundation of peace and
stability upon which creativity and growth can
flourish, and life within the company will become
a more harmonious experience.
 This has an important impact on employee
engagement.
 Lack of engagement is endemic, and is causing
large and small organizations all over the world to
incur excess costs, under perform on critical tasks
and create widespread customer dissatisfaction.

13. Define and formulate your
personal ambition
Define and formulate your
personal brand
Formulate your Personal
Balanced Scorecard (PBSC)
Implement and cultivate
your personal brand

14. CORPORATE BRANDING – ONLINE/OFFLINE

15. Option Activities Responsible Point Contact
Brand Manager KVN Pavan Kumar 919849385640
As – Is & Gaps Assessment
Email: digitalleverage.p@gmail.com
Strategy & Market Research
Skype:pavan.fico
To Be Plan
Campaign Period : 4 Months
Scheduling & Execute
Proposal
Measure & Monitoring
Brand Reach, Build & Positioning Employee Branding
Brand Reach, Build & Positioning Inbound Marketing Campaign
Brand Reach, Build & Positioning Content Marketing
Brand Reach, Build & Positioning Market Place & Event Management, Blog
Setup
Brand Reach, Build & Positioning Email Marketing and Contact Data base
T
E
A
M
W
O
R
K

16. Month 6-9
Platforms + CIP
Months 2-5
Assess Past
Results &
Execute
Month 1
Initiate
,Strategy &
Pilot Run
ROI
5- 8%
ROI
10- 20% The Power of Consistency in Branding

17.  Presenter Name : KVN Pavan Kumar
Consulting for IT BA & Digital Media Marketing Services
 Location : Hyderabad
 Interested get in touch with your business needs via
digitalleverage.p@gmail.com
 Reach me through
 Mobile : 919849385640
 Skype: pavan.fico
 Follow my Company Page in Facebook
 https://www.facebook.com/Digitalleverageconsulting/?ref=hl
 Send friend request in my Facebook
 https://www.pinterest.com/pavanfico/
 Connect me through LinkedIn :
 https://in.linkedin.com/in/pavankumarsrba
 Tweet me in myTwitter Page:
 https://twitter.com/Thoughtleverage

18.  We will create a winning
Brand Positioning for your
Brand
 We help you write Brand
Plans that everyone can
follow.
 We find Strategic advertising
the drives growth for your
Brand.
 We will make your team of
brand leaders smarter.
 If you pick the right people
and give them the
opportunity to spread their
wings and put
compensation as a carrier
behind it you almost don't
have to manage them.
Jack Welch